road mapping 3b
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EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden
Case III - Core Competencies & Case III - Core Competencies & Strategic RoadmappingStrategic Roadmapping
Case IIIB - RoadmappingProblem Statement: Your Team has been hired by the Chief
Technical Officer (CTO) of your chosen company. You have already completed the Products, Customer Needs, Competitive Advantage Matrix in Case IIIA. Using this and other information, construct the following 4 maps: (You will need to think about and propose to the CTO what will be needed to gain a sustainable competitive advantage for the next 5 years – products, services, technologies, & business processes. Ø Customer Product Profile Map - (2008 to 2013)
Ø Product Road Map - (2008 to 2013)
Ø Core & Enabling Technology Map – (2008 to 2013)
Ø Competitive Sourcing Map – (2008 to 2013) • (Make assumptions as necessary)
Due week of Lecture 6
EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden
Case IIIB Core Competency & Technology Roadmapping - 10 Points
ANALYSIS FACTOR Evaluation
1.Customer Product/Service Profile Map – Customer needs well defined, competitive position clearly defined, logically constructed
2
2. Product/Service Evolution Map – Axis correctly labeled, radical product shown, properly constructed, Proper mix of new products/services
3
3. Core/Enabling Technology Map – map/axis correctly labeled, core & enabling tech’s. identified and included correctly, properly constructed and logical
2
4. Competitive Sourcing Map - Correct technologies and business processes identified, map properly constructed, competitive sourcing logical.
1
5. Overall clarity of thought & and professional quality/Presentation
2
Final Point Grade10
EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden
Strategic Roadmapping
Framework
Strategic Roadmapping Process Flow Diagram(A process for developing your technology strategy)
THE NOW• Products• Services• Core & Enabling
Technologies• Core competencies• Key customer
needs• Competitive
advantage gained• How technology
delivers competitive advantage
• Gaps - FUTURE
Customer Product
Profile Map
THE FUTURE• Key future customer
needs defined. (Some current ones may be still relevant)
• Units of each customer need defined, e.g., weight, size, etc.
• How they are expected to change over time –’08-13’
• Competitor defined along with relative competitive position
• Definitions of customer needs required
ProductGeneration/Evolution
Map
THE FUTURE• How the product
line will evolve over time in response to customer need
• New platforms• Breakthroughs• Relative value
of each offering• Competitor’s
current offerings for 2008.
Core & Enabling
Technology Map
THE FUTURE• Core & Enabling
technologies needed to develop & deliver future products &
services to gain a sustainable competitive advantage
• Contrast current level of capability with capability of competitor
• Expected competitive position relative to your competitor 5 years hence
• Technology maturity of each technology
• Units of each defined
Competitive Sourcing
Map
THE FUTURE• Strategy to
source technologies, processes & capability to meet future product needs (Map 3)
• internally or externally sourced.
• Level of tech. maturity for each relative to your competitor
1 2 3 4 5
EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden
02
HL
Customer Need Competitive Position Importance to Customer 2002 2007
1. CUSTOMER PRODUCT/PROFILE MAP
Online Bill PaymentIncluding EBPP
LL HH
HH
LL HH
LL HH
LL HH
Easy Access to Financial Portfolio
Anytime, Anywhere Access
Customer Service
Real Time Transactions
Wealth/Financial Management
LL HHFinancial Analysis
Chase CitiBank
02
02
02
02
LL
02
02
02
02
02
02
02
02
02
07
07
07
07
07
07
07
07
07
07
07
07
07
07
02 07 02 07
EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden
1.Customer Product/Profile Map1.Customer Product/Profile Map
HighLow
Customer Need Competitive Position Importance to Customer
Ease of Use
Relevant Search Results
Fast Response
Limited Ads
Availability
Identify Vendor-Paid Ads/Results
2004 2009
GG0909
GG0404
YY0404
YY0909
= = GGooooggllee
= = YahooYahoo
GG0404
GG0404
GG0404
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GG0404
GG0404
YY0404
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YY0909
YY0909
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GG0909
GG0909
GG0909
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High Importance =High Importance =
Low Importance =Low Importance =
EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden
Maps and MappingMaps and Mapping2. Product Roadmap - Example2. Product Roadmap - Example
Star
C400
S3S4
S5AS5
P2P3
PlusP5
C240
C410
C330
C335
S3AC320C300
C200 C210
C325
C310 C315
Cx
TuffVac 40F F Series
F9X
F11X
F12X
F9
F11
F12
Pri
ce/F
eatu
res
Pri
ce/F
eatu
res
High
Low
High
Low
Coolidge
Fillmore
New ProductPlatform
Discontinued
TIME
New Platform Active Product
CX
20051990 1995 2000
FuturePast
VA
LU
EV
AL
UE
Map Constructed in 2000 by
Coolidge Co.
EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden
2.Product Road Map - Example2.Product Road Map - ExampleP
rice
/Fea
ture
sP
rice
/Fea
ture
s
High
Low
High
Low
Intel*
AMD**
New Product Platform Discontinued
TIME
New Platform Active Product
20072002
Celeron
Pentium 4 Pentium 4x
Xeon I
Itanium
Athlon 4
Athlon MP
Opteron
Athlon XP
BioChip
KeyPentium – Desktop/Laptop Microprocessor – 4x includes LAN/WirelessAnd low power applicationsXeon – Mid-class server processorItanium – Network class processorBiochip – Next generation, incorporating cellular transistors and LANCeleron – Desktop/Laptop processor replacing Pentium IIOpteron-Microprocessor designed for the mid-class server marketAthlon – Microprocessor for mid-class server, desktop and low power
Pentium 5
Athlon 4x
Athlon MPx
Athlon XPx
Source for product information: *www.intel.com **www.amd.com
Xeon II Xeon III
Pentium 5X
Opteron X
Athlon 4x
Athlon MPx
Athlon XPx
Opteron X
Athlon 4x
Athlon MPx
Athlon XPx
2005 20062003 2004
Itanium II Itanium III ItaniumX
EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden
3. Core & Enabling Technology 3. Core & Enabling Technology MapMap
Tech. MaturityTech. Maturity
Advanced Search Advanced Search AlgorithmsAlgorithms
IT Infrastructure & IT Infrastructure & Reliability Reliability ManagementManagement
Software Software EngineeringEngineering
Web Design & Web Design & User InterfaceUser Interface
SecuritySecurity
Technology SkillsTechnology Skillsfor for GGooooggllee
Competitive PositionCompetitive Position
LL HH
LL HH
LL HH
LL HH
GG0404
YY0909
YY0404
GG0909
YY0404
GG0404
GG0404
GG0404
GG0404
YY0404
YY0404
YY0404
YY0909
YY0909
YY0909
YY0909
GG0909
GG0909
GG0909
GG0909
GG0909
GG0404
YY0404
YY0909
= = GGooooggllee = = YahooYahoo
LL HH
Cluster Cluster ManagementManagement GG
0404YY
0404YY
0909GG
0909LL HH
High Skill =High Skill = Low Skill =Low Skill =
EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden
3. Kodak : Digital Camera 3. Kodak : Digital Camera Core/Enabling Technology MapCore/Enabling Technology Map Kodak0000
0000 Best competitor
0505
0505
Image SensorImage Sensor TechnologyTechnology
OpticsOptics
Firmware /Firmware / Embedded OSEmbedded OS
Digital Image Digital Image Processing Processing
(Compression Algorithms)(Compression Algorithms)
Memory Memory StorageStorage
Tech. MaturityTech. MaturityTechnology SkillsTechnology Skillsfor Kodakfor Kodak
Competitive PositionCompetitive Position
LL HH
LL HH
LL HH
LL HH
LL HH
0505
0505
0505
0505
05050505
0505
0505
0505
0505
0000
0000
0000
0000
0000
0000
0000
0000
0000
0000
EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden
4. Competitive Source Map4. Competitive Source Map
Serum Separation
ProcessTech
ProcessTech
ClotActing
SerumSeparation
ClotActing
Mature*
Growing*
Embryonic*
Internal ExternalSOURCE
Blood Collection Co. Competitor
* State of technology * State of technology within your company or within your company or that of a competitorthat of a competitor
EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden
4.Competitive Source Map (Eg)4.Competitive Source Map (Eg)
Advanced Search Algorithms
Mature
Growing
Embryonic
Internal ExternalSOURCE
Software Engineering
Advanced Search
Algorithms
Software Engineering
IT Infrastructure Mgmt
IT Infrastructure Mgmt
Web Design
Web Design
ClusterManagement
Cluster Management
Security
Security
NOTESNOTES
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